The World Wildlife Foundation created these cut-out animal ads to indirectly ask consumers to eliminate fur from their wardrobes. The ads combine sarcasm and gamification to pull the viewer in and address the serious crisis of animal poaching and wildlife protection.
The cartoon ads feature a woman in a fur coat surrounded by cut-out animal graphics. The ad reads like an instruction manual to a children’s game stating, “Start by cutting out paper doll Theresa and her coat. Help her look pretty for her date by cutting out 10 - 20 foxes for her coat. Careful not to leave any blood stains.” The eerie instructions create a new perspective for the audience.
The collection of ads feature different creatures to show consumers that there are many species being threatened just to produce a scarf or jacket. The message is that consumers do not need to wear the furs of these endangered species.
What Makes This Trend Stand Out
- Anti-fur Advertising
- Opportunity for companies to create anti-fur messaging in their advertising campaigns
- Sarcastic Messaging
- Potential for the use of sarcastic messaging to draw attention to serious issues in advertising
- Gamification for Social Change
- Growing trend of using gamification to engage viewers in social change campaigns
Sectors Adopting This
- Fashion
- Opportunity for the fashion industry to shift towards more ethical and sustainable practices, such as eliminating fur from their products
- Advertising
- Increased potential for more engaging and impactful advertising campaigns to address social issues
- Non-profit
- Non-profit organizations can take advantage of creative advertising techniques to deliver their message and promote activism
